Cult is a fiercely independent creative agency that believes in embracing the unknown. We only work with people that are willing to break new ground to solve old problems in new ways.
We were invited to create a compelling, social campaign for Farfetch’s 2017 Holiday campaign. The concept needed to be channel-agnostic across all owned, paid and earned media, innovative and a digital-first approach, as well as span all global markets for the brand.
What we did
This holiday season, Farfetch took gifts to new extremes. #GiveItLiveIt celebrated the experiences lived in the gifts you give. We created the social strategy and creative platform, #GiveItLiveIt, underpinning this global campaign.
The strategy was deep-rooted in the universal truth that consumers value experiences over products. The luxury customer collects stories and memories, born of experiences, that define them as people. Experiences have become an integral and central form of social currency. Whether it’s gifting a pair of shoes for your next night out with friends, or diamonds for yourself to celebrate that new win at work, Farfetch was able to seamlessly link product to experience, bringing an emotive approach to their content for the first time.
The reach of the campaign was increased through a global influencer gifting strategy that resulted in over 50 influencers sharing compelling experiences they had over the festive season, linking direct to product and site. Consumers were invited to get inspired, shop and share their most OTT party looks, FOMO-inducing travel destinations, and unexpected twists on holiday traditions.